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Media Kit: History

Historical Brief

Florida's Legendary Pink Palace opened in 1928 during the Great Gatsby era, the Don CeSar Beach Resort was the dream of Irishman Thomas Rowe who found his fortune in Florida real estate. The resort, built to resemble the Royal Hawaiian in Waikiki Beach for $1.2 million, was nearly 300 percent over budget.

The resort reigned as the hot spot for high society from F. Scott Fitzgerald, Clarence Darrow, Lou Gehrig and Al Capone until a fatal combination occurred -- the Depression, World War II and Rowe's death.

When Rowe died without signing the will, which left his "pink lady" to its loyal family of employees, his estranged wife of 30 years became the reluctant heir. In less than three years, the Don CeSar lost much of its personality and charm which had established its prominent standing among resorts.

In 1942, the U.S. Army purchased the property for an "assessed value" of only $450,000 and turned it into a convalescent center for battle-fatigued World War II airmen. After the war, the Veterans Administration stripped it for use as a regional office, later moving out in 1967, unable to afford necessary repairs.

The abandoned building became a graffiti canvas, doomed for the wrecking ball. Fortunately, a diligent preservation group rescued the Don CeSar by locating a buyer who shared Rowe's vision of grandeur.

In 1973, the resort re-opened as a luxury resort with a continued commitment to revitalization allowing the Don CeSar to reign as the Pink Castle on Florida's Gulf Coast. From September 1985 to January 1989, extensive renovations transformed the ornate Spanish interiors with light woods and fabrics creating a pastel Continental look.

In 1994, a multi-million revitalization included the addition of a 4,000-square-foot full-service Beach Club and Spa, prompting the change of the resort name to The Don CeSar Beach Resort & Spa. Enhancements also included a signature restaurant, The Maritana Grille -- recipient of the AAA Four Diamond rating -- serving delectable New American cuisine, a second outdoor swimming pool surrounded by tropical gardens, an all-inclusive shopping arena and expanded function space bringing the total to 40,000 square feet. In late 1999, the grand entrance and staircase were upgraded with emerald marble and other intricate details.

The Don Cesar Beach Resort, a Loews Hotel recently completed a $20 million enhancement project that includes a revitalized lobby with rich mahogany accents and vibrant upholsteries, a grand makeover of guest rooms with custom made rod iron furniture, luxurious bedding and completely renovated bathrooms as well as a continued commitment to enhance guest services.

Listed on the National Register of Historic Places, the Don CeSar Beach Resort, a Loews Hotel continues to charm discriminating guests with gracious service preserved from the Great Gatsby Era of pampering.

Year 2008
For More Media Information
Jamie Myette / Kerry Anne Watson
The Zimmerman Agency
(850) 668-2222
media@don-cesar.com


Releases Media Kit General Overview At A Glance Amenities The Boardwalk Beach House Culinary Delights Meetings Information Meeting Quotes & Kudos Weddings History Awards & Acclaims Quirks Quotes Bios Executive Chef Eric Neri Resources Image Library Archives News @lerts Search Contact Main Privacy Policy	Media Kit: History Historical Brief Florida's Legendary Pink Palace opened in 1928 during the Great Gatsby era, the Don CeSar Beach Resort was the dream of Irishman Thomas Rowe who found his fortune in Florida real estate. The resort, built to resemble the Royal Hawaiian in Waikiki Beach for $1.2 million, was nearly 300 percent over budget. The resort reigned as the hot spot for high society from F. Scott Fitzgerald, Clarence Darrow, Lou Gehrig and Al Capone until a fatal combination occurred -- the Depression, World War II and Rowe's death. When Rowe died without signing the will, which left his "pink lady" to its loyal family of employees, his estranged wife of 30 years became the reluctant heir. In less than three years, the Don CeSar lost much of its personality and charm which had established its prominent standing among resorts. In 1942, the U.S. Army purchased the property for an "assessed value" of only $450,000 and turned it into a convalescent center for battle-fatigued World War II airmen. After the war, the Veterans Administration stripped it for use as a regional office, later moving out in 1967, unable to afford necessary repairs. The abandoned building became a graffiti canvas, doomed for the wrecking ball. Fortunately, a diligent preservation group rescued the Don CeSar by locating a buyer who shared Rowe's vision of grandeur. In 1973, the resort re-opened as a luxury resort with a continued commitment to revitalization allowing the Don CeSar to reign as the Pink Castle on Florida's Gulf Coast. From September 1985 to January 1989, extensive renovations transformed the ornate Spanish interiors with light woods and fabrics creating a pastel Continental look. In 1994, a multi-million revitalization included the addition of a 4,000-square-foot full-service Beach Club and Spa, prompting the change of the resort name to The Don CeSar Beach Resort & Spa. Enhancements also included a signature restaurant, The Maritana Grille -- recipient of the AAA Four Diamond rating -- serving delectable New American cuisine, a second outdoor swimming pool surrounded by tropical gardens, an all-inclusive shopping arena and expanded function space bringing the total to 40,000 square feet. In late 1999, the grand entrance and staircase were upgraded with emerald marble and other intricate details. The Don Cesar Beach Resort, a Loews Hotel recently completed a $20 million enhancement project that includes a revitalized lobby with rich mahogany accents and vibrant upholsteries, a grand makeover of guest rooms with custom made rod iron furniture, luxurious bedding and completely renovated bathrooms as well as a continued commitment to enhance guest services. Listed on the National Register of Historic Places, the Don CeSar Beach Resort, a Loews Hotel continues to charm discriminating guests with gracious service preserved from the Great Gatsby Era of pampering.
	Year 2008 For More Media Information Jamie Myette / Kerry Anne Watson The Zimmerman Agency (850) 668-2222 media@don-cesar.com